Abstract
Facing the rapidly shrinking trend of in-store shopping, this study aims at developing an interactive environmental prototype that provides the in-store customer with a more intuitive and enjoyable experience. Based on an intensive market research and evaluation process, we suggest that it is necessary to establish a new type of connection among customers, products, and retailers. Therefore, it is vital to provide stores with a better solution which could integrate an advanced product displaying method with object tracking and recognition and user behaviour interaction approaches. The designed solution proposes an interactive show-window, which emphasizes customized product visualization and direct interactivity to reinforce the connection, during physical shopping, between goods and consumers. We explore the possible feedback when people interact with the interactive show-window using a qualitative study, which has also been facilitated through an interactive show-window installation. The results demonstrated a meaningful outcome for this designed solution.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Overby, J.W., Lee, E.J.: The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. J. Bus. Res. 59, 1160–1166 (2006)
Gould, J., Golob, T.F.: Shopping without travel or travel without shopping? An investigation of electronic home shopping. J. Transp. Rev. 17, 355–376 (1997)
Eroglu, E.: The changing shopping culture: internet consumer behavior. Rev. Bus. Inf. Syst. 18, 35 (2014)
Da Silveira, C., Lages, C., Simões, C.: Reconceptualizing brand identity in a dynamic environment. J. Bus. Res. 66, 28 (2013)
Phillips, B.J., Mcquarrie, E.F., Griffin, G.W.: How visual brand identity shapes consumer response. Psychol. Mark. 31, 225–236 (2014)
Lewison, D.M.: Retailing. Prentice Hall, Upper Saddle River (1996)
Jack, E.P., Powers, T.L.: Shopping behaviour and satisfaction outcomes. J. Mark. Manag. 29, 1609–1630 (2013)
Williams, M.R.: The influence of salespersons’ customer orientation on buyer-seller relationship development. J. Bus. Ind. Mark. 13, 271–287 (1998)
Burke, R.R.: Technology and the customer interface: what consumers want in the physical and virtual store. J. Acad. Mark. Sci. 30, 411–432 (2002)
Peterson, R.A., Balasubramanian, S., Bronnenberg, B.J.: Exploring the implications of the internet for consumer marketing. J. Acad. Mark. Sci. 25, 329–346 (1997)
Bettman, J.R.: Memory factors in consumer choice: a review. J. Mark. 43, 37 (1979)
Valentina, C., Mark, G.: Futuristic retail spaces. Archit. Des. 138–141 (2009)
Wang, J.S.: Fields Interaction Design (FID): The Answer to Ubiquitous Computing Supported Environments in the Post-information Age. Homa & Sekey Books, Paramus (2013)
Berneburg, A.: Interactive 3D simulations in measuring consumer preferences: friend or foe to test results? J. Interact. Advert. 8, 1–13 (2007)
Dewan, R., Jing, B., Seidmann, A.: Product customization and price competition on the internet. Manag. Sci. 49, 1055–1070 (2003)
Acknowledgment
This project was greatly supported by the International Tangible Interaction Design Lab (ITID Lab). We thank the Faculty of Engineering at Monash University for providing access to the transparent screen used in this research. As part of the activity in the Master of Interaction Design program, the authors also want to thank all effective feedback and technical support from lecturer Warwick Molloy.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering
About this paper
Cite this paper
Li, J., Hamacher, A., Waghorn, D., Barnes, D., Wang, S.J. (2018). Interact with Show-Window at Stores: Exploratory Study and Design Solution for Physical Retailers’ Product Demonstration. In: Brooks, A., Brooks, E., Vidakis, N. (eds) Interactivity, Game Creation, Design, Learning, and Innovation. ArtsIT DLI 2017 2017. Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, vol 229. Springer, Cham. https://doi.org/10.1007/978-3-319-76908-0_12
Download citation
DOI: https://doi.org/10.1007/978-3-319-76908-0_12
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-76907-3
Online ISBN: 978-3-319-76908-0
eBook Packages: Computer ScienceComputer Science (R0)